10 Jun 2011
Remarketing on AdWords
How many times have you filled an online shopping cart, only to get sidetracked and never proceed to check out? This happens hundreds of times a day, and advertisers have finally found a way to attract these same website visitors back to their sites in the future. Through a process called remarketing (or retargeting), advertisers are able to target those potential customers who have abandoned their online carts, joined an e-newsletter, or even just visited a key webpage on their site.
Imagine you are an airline company that is trying to drive ticket purchases to a new airport destination. A potential customer comes to the website to browse airfares, but decides not to make a purchase due to price. Then they leave your website, and continue to search the web. How do you reach that same website visitor when budget travel packages or lower-fares become available in the future? A Remarketing campaign can make this possible. Once these website visitors are added to a specific audience list, advertisers can take an approach to provide a call-to-action offer that will entice that person to return to a webpage, and finally make a purchase.
A remarketing campaign is organized into three simple steps:
- Use Adwords to define your audience.
- Obtain a code to use on one or more pages on your website.
- Create ad groups that define your target audiences.
You, the advertiser, can start a remarketing campaign by adding and managing audience lists in the audiences tab in Adwords. Create a new list by clicking the “add audiences” button in the upper left hand corner of the page.
Next you will give that audience a name, and provide an optional description for it. The next step is to generate a tag, or a piece of code that corresponds to that new audience. It can be as broad and general as everyone who has visited your website, or it can be much more specific, such as anyone who has browsed women’s clothing. Click on that tag and a pop-up box containing the tracking script will appear. Apply that script to the corresponding page within your website. You can use multiple tags. For example, you could create a universal tag that exists on every page within your website, tracking every visitor of the site and placing them into a complete audience list; plus, you can have a number of other tags that will set apart website visitors who have browsed more specific pages.
Once you have created these tags and designated them to certain pages, the audience list will begin to populate, and that influx of information can be used to manage the remarketing campaign. Applying the information you receive from your audiences can be as basic or complex as you wish. It is really a matter of considering why you intend to bring those audiences back to your site, and which website visitors you’re trying to reach with specific offers. Keeping these points in mind will help you target your campaign.
Remarketing is a great piece of interest-based marketing. It provides advertisers with a collection of people who have already presented themselves as potential customers and gives advertisers a second chance to reach those people and convince them to finally make a purchase. A couple of years ago, these sales would have fallen to the wayside, but now advertisers don’t have to worry about people slipping through the cracks.
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